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National Geographic dropping “Channel” from title

An international brand refresh will see the word "Further" added to National Geographic's logo.

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National Geographic will drop the word ‘Channel,’ both on air and off, all around the world from November 14 as part of an international brand refresh.

The changes include a redesign of National Geographic magazine’s cover, using consistent fonts and adding the word “Further” to its logo.

Declan Moore, chief executive of National Geographic Partners said, “Our clear charge going forward is to reinvent National Geographic for the 21st Century, and in so doing, establish the world’s leading premium brand in science, adventure and exploration. As the current stewards of one the most trusted and enduring global brands, we are mindful of our audience’s trust and affinity in our iconic yellow border and its 128 year history. But as we have elevated our programming, returning to premium, unabashedly smart content, we thought it important that the entire brand at every level, reflect that.”

The changes will include the magazine, NG television networks, social and digital platforms including nationalgeographic.com and NG’s Washington D.C. headquarters, as well as NG’s kids’ and travel business, live events and consumer products.

Source: Deadline

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